台灣百貨業東南亞籍與中國籍顧客 知覺風險、知覺價值與購買意願之研究─以101百貨為例

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题名:	台灣百貨業東南亞籍與中國籍顧客知覺風險、知覺價值與購買意願之研究─以101百貨為例 The research on the perceived risk,perceived value and purchase willingness in Southeast Asian tourists and Chinese tourists—using the iconic Taipei 101 Mall as model
作者:	夏露莎
贡献者:	觀光事業學系觀光休閒事業碩士在職專班
关键词:	知覺風險知覺價值購買意願 perceived risk perceived value purchase willingness
日期:	2019
上传时间:	2019-06-13 11:00:17 (UTC+8)
摘要:	本研究旨探討台灣百貨業東南亞籍與中國籍顧客知覺風險、知覺價值與購買意願之研究，研究以台灣標的101百貨公司為例，經由文獻之引用及邏輯之推理，採用量化研究的方法，透過問卷調查法填答的方式，進行實證研究調查。本研究採取立意抽樣方式發放問卷，問卷的發放是透過意願101百貨之東南亞籍以2018年來台前三名的國家:菲律賓、越南、新加坡籍顧客與中國籍顧客，問卷調查共發放1000份問卷，扣除填答不完整的無效卷72份，合計回收有效樣本為928份，有效問卷回收率達92.8%。經過統計分析整理研究結果顯示，東南亞籍(菲律賓、越南、新加坡)籍與中國籍顧客之知覺風險會負向影響知覺價值，知覺風險會負向影響其購買行為，知覺價值會正向影響其購買行為等三項假設皆通過假設檢定之驗證，代表各構面間存在著相互影響之關係。東南亞籍(菲律賓、越南、新加坡)籍與中國籍顧客在知覺風險對購買意願之影響；知覺價值對購買意願之關係；知覺價值、知覺風險及購買意願之間相互關係結果。以提供百貨業及相關業者正視知覺風險、知覺價值及購買意願所造成的相關問題。並根據該結果，建議百貨公司若想在百家爭鳴的環境中取得競爭優勢，提升品牌形象之教育是首要條件，強化消費者的知覺價值，其次是減少顧客對知覺風險擔憂而影響購買意願，進而達到增加企業利潤和永續經營目標方面之參考。 The main objective of the research is to explore the perceived value, perceived risk and purchase willingness in Southeast Asian tourists and Chinese tourists. The research is using the iconic Taipei 101 Mall as the main place of interest.Through citing references and documents, along with logical deduction, plus quantitative analysis and employing questionnaires, verified research results will be arrived. The research employs purposive sampling among top 3 visitors from the Southeast Asia (Philippines, Viet Nam, and Singapore) and Chinese tourists. Ｏut of 1000 surveys given, 72 are incomplete, effective are 928, resulting in a 92.8% effective sampling. After statistical analysis, the hypothesis that perceived risk will negatively affect perceived value, perceived risk will negatively influence purchasing behavior while perceived value has a positive impact on the purchasing behavior in Southeast Asia (Phillipines, Vietnam, Singapore) and Chinese customers is verified and shows a mutually interacting relationship among them. According to the result, the recommendation to the department stores is that the priority in gaining an edge is to elevate brand image by fortifying perceived value in the consumers. Second is to reduce perceived risk in order to lower anxiety in the customers when purchasing. The recommendations serve as a reference for increasing profit and the goal of continual operations for businesses.
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